Whether you’re a non-profit or charity organization – or simply someone creating a GoFundMe campaign, getting people to read your plea for donations and then encourage them to take action (opening their wallets) can be awkward. People may “want” to help but how do you get them to click that Donate button? Here are 5 strategies you’ll want to use in your donation-focused email campaign.
1 – Stand in their shoes. As you read over your request, think from their point of view. If you were receiving an email asking for a donation, what would you expect to see? What would turn you off? What would get you to act?
2 – Choose the right audience. Are you sending to the right list? Make sure your donation requests are going to people who have donated in the past and/or are highly likely to provide donations in the future. People who are new to your world and not terribly familiar with your organization are not as likely to jump to donate. Not everyone on your list should be treated the same. Look through each name and consider removing people who don’t have the best track record for this kind of activity.
3 – Be over-specific. Be very detailed about WHY you need the money; WHERE is the money going to; WHAT difference the money will make in someone’s life. The more specific the better. For example, are you building a structure that will be used for a specific activity for a certain group of people? How far along are you in building it? What will happen if that structure is not built? The devil (and the donation) is in the details.
4 – Paint the picture. Tell the story of how donations were used in the past to help/create/transform something to completely change someone’s life. People react to stories; it paints a clear picture. The more honest, personal and emotional the better.
5 – Make them feel included. Reveal how much was raised last year and the year before. Mention certain companies or groups who donated, just as a reference point. Then talk about how even $5 can help – everyone wants to believe their little piece will make a difference.